Implications of Habermas's “theory of communicative action” for corporate brand management
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 9 October 2009
Abstract
Purpose
The authors propose applying Habermas's “theory of communicative action” (TCA) to discuss the benefits of incorporating the concept of interaction in the field of corporate brand management. The purpose of this paper is to gain suggestions for interactions derived from Jürgen Habermas's social theory.
Design/methodology/approach
This paper refers to Habermas's TCA in terms of its implication for stakeholder interactions within corporate brand management. Based on review of the sociological literature of Habermas's TCA, this approach offers a more detailed picture of corporate brand management. Bodies of literature are selected, examined and the TCA has been connected to corporate brand management to provide a research background and a managerially useful insight of human interactions.
Findings
The social theory of the German social‐philosopher Jürgen Habermas provides certain starting points for classifying interactions. The paper introduces Habermas's proposed forms of human action. Furthermore, it relates to the cognitive, moral‐expressive and aesthetic‐expressive knowledge interest areas, Habermas's validity claims of communicative actions as well as context and world relations.
Research limitations/implications
The study of Habermas's TCA considers one stream in sociological theory. Other theories may provide further insights for corporate brand management.
Practical implications
The paper shows managerially useful implications for managing stakeholder interactions within corporate brand management. Management can use the developed patterns of thought as a starting point for managing interactions with stakeholders.
Originality/value
The paper introduces Habermas's TCA within the field of corporate brand management. Moreover, it facilitates a more comprehensive understanding of implications for managing interactions within the field of corporate brand management.
Keywords
Citation
Kernstock, J. and Oliver Brexendorf, T. (2009), "Implications of Habermas's “theory of communicative action” for corporate brand management", Corporate Communications: An International Journal, Vol. 14 No. 4, pp. 389-403. https://doi.org/10.1108/13563280910998745
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited